HIMLA Magazine no 2 - Spring 2014 - ENG

himla # 2 – SPRING 2014

continental decoration

”let your life become a visible drama”

create beautiful spring windows

himla´s curtain expert shares her greatest tips wash, hang and wrinkle

to create your own personal style

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from our editor: they decorate with odd things and extraordinary stylish curtains.

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astrid jeulink – interview: severe and dramatic.

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be inspired by astrid´s dramatic home.

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curtain expert carina gustafsson: the prettiest window.

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carina´s blue favourites.

Himla AB Postal addresss Söderforsgatan 18, 752 28 Uppsala, Sverige Customer service +46 18 56 62 00, info@himla.se Web site www.himla.se Chief editor and publisher Annica Högström Text Helena Bajlo Photo Ann Lindberg, Juliana Fälldin Print Sörmland Grafiska AB, Katrineholm, Sverige

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create your style with himla´s curtains.

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colours of spring: watermelon, blossom and rhubarb.

from our editor

they decorate with odd things and

extraordinary stylish curtains

As a teenager, I was interested in pretty much everything, except curtains. My friend Carina, however, was already mea-

suggestions, have fun and challenge the potential of your linen as well as your windows. You’ll notice the difference!

suring windows, creating and sewing.

She made homes beautiful – or what was considered beautiful at the time – large, flowery patterns, the colours of the seventies, frills and flounces.

Today, she’s Himla’s merchandiser, and I’m touched when thinking about what we’ve made of Himla together.

For more than twenty years, Carina has contributed to an indispensable culture, and to a range of curtains that are simple, beautiful, and functional.

Everyone deserves pretty curtains When you allow yourself to be consumed by the world of curtains, you are rewarded with a brand new element of design.

Curtains can re-create any environment.

Placed alongside windows, on walls, or used as partitions, the textiles can shape light, sound and ambience in a way no other furnishings can handle.

When intentionally utilizing the natural characteristics of linen, you’ll discover that it’s not just about how you choose to hang your curtains. By using different structures – weaving, fibre and thread length, washing and ironing methods – you’ll create your own personal effects.

Be inspired by Carina’s unique

Linen drapery on the Continent We’ve been to Eindhoven to meet one of Holland’s major names in home furnishing: Astrid Jeulink. She’s been working with Himla’s textiles for eighteen years, and says she’ll never grow tired of it.

Astrid herself is a very colourful personality, furnishing from her own mind.

This time, she let our fabrics and ranges of colour take over her exciting, personal home. You can see the result at pages 4-10, where you can also read about the new trends and the use of natural materials in a modern, Continental, Nordic style.

Astrid talked about the endless possibilities of linen. Attractive curtain solutions are, of course, a natural part of the titillating style.

Annica Högström

Managing and Creative Director, Himla

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astrid jeulink – interview

severe and

dram

It is impossible not to be inspired by, or even fall in love with, Astrid Jeulink. She has an exciting eye for the beauty in things; she

things, that might be considered ugly, but has an emotional value, are placed in a context where they can shine.

is lively and colourful. When she shakes her red hair, speaking with a nimble, deep

Ugly and pretty becomes beautiful

voice, her energy radiates like the sun.

In Astrid’s and her husband Rob’s house outside of Eindhoven, that kind of collection of memorabilia and sentimentally valued objects are incorporated in otherwise strict surroundings.

Nooks and crannies, bookshelves and glass showcases hold everything from beautiful objects, porcelain and Moroccan tea sets to old and new things, pictures and art.

On their own, those things might not be considered beautiful, but together they become a display of changeable artefacts.

It’s titillating to the eye and seems to be completely random, while simul-

But what really makes Astrid important in our time is her thoughts about why people should decorate their homes with personality.

Everyone is unique. We’ve lived our lives, travelled to exotic places, met different people, and been influenced in ways that define us. When Astrid meets her clients, that’s where she begins. Who are you? What have you been through? And where are you going?

– I use to ask people to show me their belongings, and then I ask them: Does this make you happy? If they say no, the object goes straight to the bin. Some 4

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”Windows are the soul of the house.”

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”Keep a strict foundation, and bring the drama out where you want it.”

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astrid jeulink – interview

taneously harmonizing in a striking and exciting way.

– When I designed and built our house, my vision was to create a neutral foundation, careful and spectacular solutions to let some drama filter through all the objects.

The result is artistic and creative, daring and bold. The architecture is well thought-out, the functional areas come naturally, the materials are exciting, and the combination of big and small, round and straight gives the house a unique vivacity.

Things are bits and pieces, people are important.

– This place is constantly changing. I sometimes open my house for my clients, and when I do – everything is for sale.

Also, as my family and I are changing, our home has to adapt.

Astrid emphasizes that there is not one single object in her home that she couldn’t live without. People are what matters, things can be replaced.

– Standard solutions are boring. The world becomes bigger when we take in more impressions by our way of life, by travel and social media. And considering all that’s going on in the world, there’s so much to tell through a home. You’re constantly living, the world is constantly changing; so let your home change according to your new influences.

A home should reflect its people – Everyone is born with their own style. I want to help them find it. Astrid becomes serious when talking about how a personal style can boost someone’s

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astrid jeulink – interview

Samtal Per & Astrid

”Himla’s ranges of colour brings a home together, creating harmony in and between rooms.”

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astrid jeulink – interview

kinds of design expressions could co-exist, so I set up a shop.

Mixing styles together In the eighties, Astrid opened a design store that mixed Asian, Nordic, African and other interior decorating styles at one place. The store was the first of its kind, and attracted a lot of attention.

That’s when she discovered Himla, at a fair in Frankfurt in 1997.

– I immediately fell for the textiles. At that time, linen was in quite short supply in Holland, and no one had a collection close to as extensive as Himla.

Astrid became a distributor, and since then Holland has been one of Himla’s Astrid Jeulink and Annica Högström.

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self-esteem. Having the courage to show your true self, instead of copying a style from a concept store or a magazine, can be quite liberating.

– Make your home a reflection of yourself. Put your life on your shelves, on your walls, in your windows. Have you been to Africa? You can probably decorate with something you bought there. Do you have family heirlooms? Use them.

Astrid always starts out with a simple foundation, and that’s where Himla’s textiles are so important.

– Himla’s collection is constructed so that everything – table linen, bed linen and bathroom textiles – works together, creating a pleasant, harmonious sense of colouring between the rooms – thus allowing those fun, colourful expressions to emerge wherever you want them.

An interior design guru in Holland Dutch design has always had a great influence on the world. Many celebrities has graduated from the Design Academy in Eindhoven.

The academy’s headmaster, Li Edelkoort, visits Sweden yearly – making Swedish designers and decorators line up to listen to one of the world’s greatest trend scouts.

That’s the environment in which Astrid was educated – The Dutch people have always been travellers, and through our history as traders and colonizers we’ve always brought back food, art, architecture, design and culture. I missed a place where different

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biggest markets outside of Sweden.

Astrid is still just as devoted to the brand and now, when she’s planning to expand her own business according to the new world order, Himla plays a natural part.

– I used to do a lot of TV and radio when I had my own design store, since I was the first one to mix different styles

in the same space. Later, when I became a distributor, I disappeared from the public eye – but now my life has reached a new stage.

My dream is to create an international and thriving web shop, as I believe that’s the best way to distribute great decorating in the new world, Astrid says.

visit astrid’s inspiring web shop

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be inspired by astrid´s dramatic home 1

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decorate with international influences 1. Sunshine curtain natural, EURO 134,85. 2. Sidoni cushion ink, EURO 51,25. 3. Hannelin cushion watermelon/natural, EURO 57,35. 4. Sunshine Fringe cushion nostalgi, EURO 57,35. 5. Sophie cushion aquarelle, EURO 57,35. 6. Mira tablecloth ink, EURO 144,85. 7. Sarek votive holder 8 cm aqua, EURO 11,85. 8. Hannelin bed spread white/natural, EURO 168,60.

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carina gustafsson – curtain expert

the pretti

Carina wanted to take after her grandmother and change her home. At that time, curtains were changed by season and embellished with printed fabrics for the holidays.

– I noticed that changing curtains had a greater effect on a room than almost anything, she says.

That insight has made her a passionate curtain specialist. As Himla’s Visual Merchandiser, Carina inspires others to find out how curtains – around windows, on walls, and as partitions – can transform the ambience of a room.

natural materials like linen, often of a single colour, while flowery patterns, synthetic fabrics and lace are a lot more common on the Continent, Carina says.

If you want to change with textiles, curtains are your easiest choice. Just bring your window measurements to a store, and someone will help you out.

– A lot of people feel uncertain, since the choice of curtains should be based on the shape of the window and the point of the compass.

Carina has noticed that customers are often relieved and grateful when they are offered expert help in our stores.

– We call ourselves experts and offer help as well as made to order curtains in our concept stores. It’s hardly a coincidence that Himla’s curtains are so popular, whether they are ready made or made to order, Carina says.

The difficulty myth

The bright spot of a home

Many of us grew up with complicated curtain arrangements, doubtful patterns and colours, unravelling hems, shrunken and deformed shapes.

– Sure, not all curtains beautify. We’re a bit unique in Sweden in that we use

Curtains offer protection from prying eyes and can be used to regulate daylight. They muffle sound, creates a soft atmosphere and filter light.

Working with linen in particular adds another dimension, Carina says, since

Carina likes to surround herself with beautiful things. She was nine when she got her first sewing machine, and as a teenager she visited family and friends, measured their windows and sewed curtains for Easter, Christmas, and the summer holidays.

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light is sifted through different structures.

The open weaving of straining-cloth is thin as gauze, letting a sheer light through, while courser structures are slightly less pervious.

As a contrast to the thin linen, we have the New Linen Look with a beautiful, heavy hang, creating a nice, casual, bohemian look.

Shape your style with curtains A piece of cloth on the wall changes the entire room. Curtains placed a bit from the window work like a frame and create character.

Try using several lengths in different shades for some exciting effects, and don’t forget that different design solutions will influence the whole.

A neutral curtain can often enhance the character of a room, making furnishing details more personal, Carina says.

Himla’s curtain collection is made to work according to Himla’s philosophy – to renew and inspire.

- Everyone has their own style, and our curtain solutions are made to help them express it, Carina says.

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carina´s blue favourites

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you can never have too many blue colours 1. Sunshine 18th century roman blind white, EURO 78,60. 2. Sunshine curtain daylight, EURO 134,85. 3. Fresh Laundry duvet cover denim, from EURO 144,85. 4. Arild rug ink, from EURO 57,35. 5. Sunshine cushion midnight, EURO 57,35. 6.

Pure Senses scented candle blue cotton, EURO 19. 7. Amelia cushion denim, EURO 39,50. 8. Josef throw offwhite, EURO 168,60. 9. Bambusa towel ink, EURO 19.

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create your style with

himla’s curtains

Besides colours and structures, linen has several characteristics you can use to

no-one will realize what a simple arrangement it truly is.

create your own, personal style.

The hanging makes a difference, but your choice of linen fibres, weavings and needlework details will also boost the result. One of Himla’s favourite tips is to consciously experiment with tending. Wash, tumble-dry, iron and spray, and you’ll get different outcomes. Wrinkles can be quite

From månsten to safir To give a room a special character, try working with linen in harmonizing colours. Be inspired by shades like aftonbris, onyx, lavendel, mother of pearl, rosewater, månsten, and safir.

charming, while smooth, glossy linen makes a strict impression. Here’s a guide to help you on your way!

Ten shades of white White linen fabrics with different structures are a goldmine when making a beautiful window. By using several lengths in different shades of white, you can create a magnificent effect, looking so thoroughly planned

Airy light and compact darkness The best thing about linen is how easy you can create light effects by using different structures. While a thin straining-cloth works like a veil, letting the sunlight in, the coarser linen works like a screen, while offering more character and a slightly rustic style.

By playing with structures, you can control the atmosphere of a room.

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create your style with himla’s curtains

hang, drape and roll to recieve your style urban and multi-functional Curtains with heading tape are extremely adaptable, and can be used around windows, as lounge drapes, or as wall decorations. You can easily change them back and forth; creating a lively, nice and tidy room.

timeless Eyelet headed curtains are durable, and easy to open and close. A course linen may create a masculine effect, while a lighter structure gives the room a modern, fresh lightness. Urban – but also rural, depending on your style in the rest of the room.

romantic/19th Century The sequel to the historic curtain with ribbon tabs and valance is modern, romantic and smart, and works just as well in urban environments as on the countryside.

minimalistic Roman blinds should work best. A roman blind curtain is flexible, easily handled and comes in many pre-made sizes. Do you have an unusually sized window?

We’ll make your curtain to measure. Visit one of our concept stores, and we’ll help you out.

most popular – ribbon tabs Everyone seems to like ribbon tab curtains – you put them up, and then they’re just hanging there being beautiful. And what’s not to like about sheer linen that lets the light in? You can create a romantic style by letting the curtains cascade down on the floor, or a stricter impression by shortening them a bit.

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colours of spring: watermelon, blossom and rhubarb 1

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designed to get your summer parties going straight away 1. Sunshine tablecloth rhubarb, from EURO 101,10. 2. Ängsö cushion multi, EURO 51,25. 3. Hannelin cushion watermelon/ natural, EURO 57,35. 4. Mira Stitch cushion blossom, EURO 45,25. 5. Milano napkin ring rhubarb, EURO 8,25. 6. Sarek Peak votive holder 8 cm rhubarb, EURO 11,85. 7. Vincent throw rhubarb, EURO 101,10. 8. Fresh Laundry throw rhubarb, EURO 168,60. 9. Livia runner rhubarb, EURO 38,25. 10. Maya seat cushion watermelon, EURO 34,75.

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create your style with himla’s curtains

wash, iron

and wrinkle

to create your style

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Linen is a natural material with living

curtains’ original quality – take

fibres, whose qualities makes for a

them to the dry-cleaners. You can

fabric that ages very well. They can

also choose to treat your linen

stand pretty rough stuff and a lot of

differently, and create a whole new

washings, but water and heat will

look. Here are some tricks to help

have an effect on the fibres.

you change your home or enhance

If you want to preserve your

a certain style.

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one New curtains can be

product information

used immediately, without

Page 1

washing. Spray with water to

cushion watermelon, EURO 45,25. Sunshine Fringe cushion rhubarb, EURO 57,35.

get rid of any creases.

Page 5

Mira curtain karmin, custom-made. Maya cushion fuchsia, EURO 39,50. Mira Stitch

two

Mira curtain oktan, custom-made. Sunshine curtain Lyric, custom-made.

Ironing the curtain will

Dalsland curtain with heading tape natural, from EURO 101,10. Maya seat cushion

flatten the fibres, giving the linen a different structure.

Page 6 dark natural, EURO 34,75. Sunshine Fringe cushion natural, EURO 57,35.

Page 8 Mira tablecloth ink, EURO 144,85. Sunshine napkin rhubarb, pack of four, EURO

three

45,25. Mira napkin rhubarb, pack of four, EURO 43,10.

Linen can be washed in

Maya cushion fuchsia, EURO 39,50. Mira Stitch cushion watermelon, EURO

higher temperatures, but the

EURO 57,35.

fibres will change – they’ll

Page 10 45,25. Sophie cushion rhubarb, EURO 57,35. Sunshine Fringe cushion rhubarb,

Page 13

get a different, slightly wilder

Soul of Himla curtain mother of pearl, EURO 224,85.

structure, giving the curtains

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a more casual, charming style.

from EURO 68,25.

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Dalsland Ribbons curtain white, EURO 113,60. Särö rug concrete,

Page 16 1. Mira curtain with eyelets, white, EURO 157,35. Maya roman blind white, from

Do you prefer the bohemian,

EURO 144,85. 2. Sunshine 18th century natural roman blind, from EURO 78,60.

careless style? Wash, hang

eyelets, white, EURO 157,35. 5. Dalsland Ribbons curtain white, EURO 113,60.

and enjoy the wrinkly look.

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Wash, tumble-dry and hang,

natural, EURO 34,75. Mira Stitch cushion ink, EURO 45,25. Mira curtain with

and the wrinkles will be even

3. Dalsland curtain with heading tape, from EURO 101,10. 4. Mira curtain with

Sunshine Fringe cushion lyric, nostalgi, natural, EURO 57,35. Maya seat cushion tabtops dark natural, SEK 134,85.

more pronounced.

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Sunshine Fringe cushion natural, rhubarb white, EURO 57,35. Vincent throw

Ironing your curtains after

Mira Stitch cushion watermelon, EURO 45,2. Sophie cushion rhubarb, EURO 57,35. rhubarb, EURO 101,10. Hannelin bed spread watermelon/natural, EURO 168,60.

Arild rug watermelon, EURO 57,35.

Recommended prices in store. These conditions are subject to price alterations.

washing them will make them shiny, almost glossy, and give them that crisp, starched look.

six The starched look will be even more emphasized if you

retailers Branded stores NK (SE), ROOM (SE), Illums Bolighus (SE), Länna Möbler (SE), Grandma’s (SE), Bolina (NO) Department stores Åhléns (SE), Sova (SE), Stockmann (FI), Home & Cottage (NO), Fennobed (D), Globus (CH) Himla concept stores Himla Concept Store – Sickla Köpkvarter (SE), Himla Concept Store – Täby Centrum (SE), Himla Inspirationsoutlet – Uppsala (SE) E-commerce Ellos, Sleepo, Frapp Other retailers, visit www.himla.se

mangle your linen curtains.

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Sunkissed cliffs and fresh linen.

2 0 www.himla.se HIMLA MAGAZINE – SPRING

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